Strategic Market Management

by ;
Edition: 12th
Format: Paperback
Pub. Date: 2023-11-01
Publisher(s): Wiley
  • Free Shipping Icon

    Free Shipping on all Orders Over $35!*

    *excludes Marketplace items.

  • Buyback Icon We Buy This Book Back!
    In-Store Credit: $15.75
    Check/Direct Deposit: $15.00
List Price: $94.00

Buy New

In Stock
$93.53

Buy Used

In Stock
$67.68

Rent Textbook

Select for Price
There was a problem. Please try again later.

Rent Digital

Online: 150 Days access
Downloadable: 150 Days
$36.00
Online: 1825 Days access
Downloadable: Lifetime Access
$85.44
$36.00

Table of Contents

Chapter 1 Strategic Market Management—An Introduction and Overview

•             Foundations of Marketing Strategy

•             Selecting a Marketing Strategy

•             Strategic Market Management

•             The Strategic Planning Cycle

•             Marketing and its Role in Strategy

 

PART ONE STRATEGIC MARKET ANALYSIS

 

Chapter 2 Environmental Analysis

•             Environmental Trends

•             Customer Trends

•             Sustainability Trends

•             Technology and Digital Trends

•             Government/Policy Trends

•             Economic Trends

•             Managing Environmental Analysis

 

Chapter 3 Customer Analysis

•             The Scope of Customer Analysis

•             Unmet Needs

•             Customer Motivations

•             Segmentation

 

Chapter 4 Competitor Analysis

•             Identifying Competitors

•             Potential Market Entrants

•             Assessing Competitor Strengths and Weaknesses

•             Predicting Competitor Actions

•             Obtaining Competitive Intelligence

 

Chapter 5 From Strategic Market Analysis to Marketing Strategy

•             Analyzing Strategic Uncertainty

•             Identifying and Evaluating Marketing Strategy Alternatives

•             From Strategic Analysis to Marketing Strategy Decisions

 

PART TWO CREATING MARKETING STRATEGY

 

Chapter 6 Creating Advantage: Customer Value Leadership

•             Alternative Value Propositions

•             Customer Value Leadership

•             Managing for Customer Value Leadership

 

Chapter 7 Building and Managing Customer Relationships

•             The Customer Decision Journey

•             Managing Customer Experience

•             Toward Long-Term Customer Relationships

 

Chapter 8 Creating Valuable Customers

•             The Purchase Funnel

•             Customer Lifetime Models and Strategy Effectiveness

•             Customers as Valuable Assets

 

Chapter 9 Creating Strong Brands

•             Develop a Brand Vision

•             Locate a Strong Brand Position

•             Establish Must-Haves

•             Link Powerful Associations

•             Create Brand Visibility

•             Breakthrough with Digital

•             Ensure Brand Consistency

•             Optimize Brand Touchpoints

•             Lock in Brand Loyalty

•             Build Brand Community

•             Energize the Brand

•             Maintain Brand Relevance

•             Leverage the Brand Internally

 

Chapter 10 Strategic Brand Management

•             Managing Brands in a Hyperconnected World

•             Design Brand Architecture

•             Extend the Brand

•             Manage Cobranding Partners

•             Purpose-Driven Branding

•             Brands and Political Activism

•             Protect the Brand

•             Measure Brand Health

 

PART THREE MANAGING MARKETING STRATEGY FOR GROWTH

 

Chapter 11 The Growth Imperative

•             What is Innovation?

•             Why Innovation is Key to Company Growth

•             Why Innovation is Resisted

•             The Growth Mindset

•             Organizing for Innovation

 

Chapter 12 Full-Spectrum Innovation

•             Market Penetration

•             Market Expansion

•             Offering Expansion

•             Narrow Offerings and/or Markets

•             Adjacent Offerings for Adjacent Customers

•             Innovate Through Branding and Engagement Strategies

•             Innovate Using the Business Model

•             Build Innovation Capabilities

 

Chapter 13 Evaluating Growth Options

•             Question 1: Is the Offering Differentiated?

•             Question 2: Is the Offering Attractive?

•             Question 3: Is the Offering Feasible?

•             Question 4: Is the Core Business Successful and What are the KSFs?

•             Question 5: What Assets and Capabilities Should be Leveraged?

•             Question 6: Can the Core Business be Transferred to the New Market?

•             Question 7: Are There Synergies Between the New and Existing Business?

•             Question 8: Will the New Business be Successful? Become a Market Leader?

•             Question 9: Can the Market be Defended?

•             Question 10: Is the Growth Strategy Scalable?

•             Question 11: Can Growth Strategy Risk be Minimized?

•             Growth Metrics

 

Chapter 14 Managing Global Strategies

•             Global Strategy Objectives

•             Standardization vs. Customization

•             Expanding the Global Footprint

•             Strategic Alliances

•             Global Marketing Management

 

Chapter 15 Managing the Business and Brand Portfolio

•             The Business Portfolio

•             Divestment or Liquidation

•             The Milk Strategy

•             Prioritizing and Trimming the Brand Portfolio

 

PART FOUR IMPLEMENTING MARKETING STRATEGY

 

Chapter 16 Harnessing the Organization

•             Customer-Centric Organizational Cultures

•             Customer-Centric Capabilities

•             Customer-Centric Organizational Structure

•             Metrics and Incentives for Customer Centricity

•             Leading for Customer Centricity

•             Customer-Centric Talent

 

Chapter 17 How Marketing Activities Create Value for Companies

•             The Impact of Customer and Brand Equity on Firm Revenues

•             The Effect of Marketing Assets on Firm Value

•             How Markets Value Marketing Assets

•             Managing Marketing to Contribute to Firm Value

 

Case Studies

•             The Energy Bar Industry

•             Competing Against the Industry Giant

•             Leveraging a Brand Asset

•             The Rise of Retail Healthcare

•             Using Automated Text Analysis for Marketing Insights

 

Appendix: Internal Analysis

 

Notes

 

Index

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.